Thomas Bell - observation lab - submission v1.0

Observations on Stores in Abu Dhabi

Insights and Hidden Opportunities – Thomas Bell

Luxury Car Showroom, Abu Dhabi - Exterior

Bright lights with exciting looking car-related logos draw you in to the showroom


Lazy use of Times New Roman (or similar) on a cheap sticker for the website address makes the showroom look cheap, and
contrasts sharply with the expensive cars inside


Abu Dhabi is a city of contrasts, and here this is starkly demonstrated as filth pours onto the pavement from the waste overflow
pipe meters from the Rolls Royce sat inside the showroom


Inside the shiny, well-polished cars look inviting, but there’s no escaping that awful website address sticker


Why do all expensive car showrooms have shiny floors? I’ve just noticed this, and looking at the reflection of the McLaren above, it
makes it look somehow more exciting and dynamic – especially when combined with those insanely powerful lights

Luxury Car Showroom, Abu Dhabi - Entrance

The logo is overly bling, as you might expect, but there’s another wonderful contrast with a down-to-earth Subway advertisement
of the billboard just outside the entrance

Luxury Car Showroom, Abu Dhabi - Interior

Why have two doors when you can have three? It looks ludicrous, but it’s a good question – certainly for some of the larger
families out here in the Middle East (with more money than sense) this could be perfect for the school run


Messy promotional displays seem out of place in a showroom like this – probably wouldn’t matter much as it isn’t entirely clea what
they’re advertising… and the traffic cone is brilliant


Not entirely sure what this is for, but it adds to the surprisingly messy feel of the interior


Parts of the interior really appealed to my car enthusiast side, like this magnificent solitary wheel left standing in a small side room
that seems to be doubling as a store room


Another wonderful example is this engine – it’s not entirely clear what it’s here for, but it is exciting. It’s such a shame that they’re
not making the most of it, having it perched in the corner next to a fire extinguisher seems like a missed opportunity


Two-tone Rolls Royce caters perfectly to the target Arab customers


Having so much room around the vehicles makes them seem somehow more special – we visited a Ford garage after, and
although the furbishing was nicer, the cars were closely packed together, which made them seem less unique


The bright lights really are everywhere, and mostly point directly at the polished cars. Are we really that simple that we’re attracted
to glittering things like magpies?


For when your standard Rolls Royce wheels just aren’t cool enough


That iconic logo, more carefully polished than any other part of the car


Not all the lights were switched on – those in empty areas were off, presumably to accentuate those areas that were occupied with
cars. The ceiling and light fittings are filthy, and badly in need of a refurbishment


One common theme for all the stores we visited was interior plants, another is pointless, generic paintings – it strikes me as a
missed opportunity that so much interesting original art work is available cheaply, yet stores still insist on this generic stuff


No contact whatsoever with the sales staff – on the one hand they probably figured early on that we were a few hundred thousand
dollars short of the price tag for even the cheapest car on display, on the other hand exclusive stores are often less intrusive


Judging by the quality of the ageing air conditioning control, it was probably set to 5 degrees just to maintain a normal temperature
in the desert sun – though this one had been turned off, presumably just prior to closing the store for the night

Convenience Store, Abu Dhabi - Entrance

There’s something strangely inviting about the eclectic, jumbled display of never-sold items in the front window of the store – it
seems like a world filled with possibility, something that modern generic supermarkets lack


As usual in Abu Dhabi, the pavement is filthy, but what purpose are these stone blocks serving? I’d understand if they were a ramp
or a step. Also, why is there a sticker on the door at ground level?


Interesting to see the English language newspapers on prominent display


A theme for a number of these stores is broken lights – there seems to be a massive opportunity in offering hassle-free exterior
store maintenance services on a subscription basis or similar


Presumably these items are carefully selected by the store owner as the most likely to entice customers in to the store, but the fact
that they never seem to sell (or rotate) would suggest otherwise

Convenience Store, Abu Dhabi - Interior

I love this wall of colour that greets you as you enter the store. This full use of space and varied mix of items points to a world of
opportunities, a treasure trove where you never know quite what you might find


Entering deeper into the store you see the items that you likely came for, the drab washing liquids and water bottles rather than the
enticing, colourful food packaging. It is amazing that even in a store this size, customer routes are clearly being considered


I don’t know if I’m alone in this, but I have a real love for stationary – and this display is the equivalent of stationary porn for me –
chaotic, but somehow ordered into its rightful place


At the back of the store is the bottled water – that precious substance that makes life out here in the Middle East possible – At
about $0.5 a litre, it’s roughly twice the price of petrol in Abu Dhabi. Notice the prayer mat rolled up on the right


Interesting to see how many lights there are for sale, when the exterior lights at the front of the store are not working. Perhaps they
are intentional left broken to save money? More likely no-one has taken the initiative to change them


These awful strip lights are so ubiquitous in supermarket stores – perhaps the supermarket stores could learn something from the
car showroom to improve their spotlighting of key products?


It’s amazing how much of the guts of a shop are on display, and you never normally notice because you automatically filter out
items that you aren’t on offer


Another example of that is this sink, which I would never normally have noticed tucked away behind the soft drinks refrigerator


Apart from water (because it’s hot, and the tap water is disgusting), and light bulbs (because the wiring an electricity are
poor, causing bulbs to blow frequently), the other staple item is tissue boxes, which are customary anywhere you might have


It’s amusing how Mars probably paid for this unit on an exclusive contract to stock Mars items only, yet the shelf is now being used
for dairy products. Perhaps the original contract has now lapsed but the owner is too lazy to change it. Missed opportunity?


Or maybe the advertising was simply paid for on a payment-for-display basis – I’ve just realised how little I know about retail
marketing practices in the Middle East


These displays are in any store in the Middle East (and Asia as a whole). At first glance I find it repugnant that white skin is seen
as the paradigm of beauty, but on the other hand, is that just post-colonial guilt? Is it any different from tanning crème?

Convenience Store, Abu Dhabi - Exterior

Leaving again I notice the self-repairs on the plumbing and window – these really detract from the appeal of the store. Amusingly
this is the only store that we were confronted by the shopkeeper and asked why we were taking photos!

Convenience Store, Abu Dhabi – Local Environment

It is unusual to see graffiti in Abu Dhabi, perhaps it has been created by the store owner to make his store into a hipster-cool
destination store…or maybe not

Convenience Store, Abu Dhabi – Local Environment

The hum of air conditioning units is ever-present in the Middle East, so much so that you don’t normally notice them until they drip
on your head – would it be so hard to find a way to collect the drops somewhere?

Convenience Store, Abu Dhabi - Local Environment

More graffiti – this time some of it in Arabic

Persian Sweet Shop, Abu Dhabi - Entrance

This sweet shop is the most inviting so far – the use of lighting is good, and the various crystal and silver displays look very
enticing


Here the marble floor seems to work well with the down lights from the ceiling installation, similar to the car showroom. What is
that painting? The traditional frame seems to contrast with the modern lighting style


There has to be a way to make these parking ticket machines less obtrusive, or remove them all together – they really spoil the
look of the store exterior


Attention has been paid to the Arabic sign to make the font and style similar to the English sign, this is a good attention to detail
that keeps the brand consistent across languages

Persian Sweet Shop, Abu Dhabi - Exterior

What are these crystal cases holding? It feels like they should be filled – though perhaps it’s to highlight the fact that they are for
sale (as well as the sweets)


These interior flowers are fake, unlike most of the plants that are featured in this presentation


Silver displays are well-polished, and catch your attention well, dragging you inside


The card-logo stickers are the most lackluster part of this store – they’re easy to miss, and need replacing with new vibrant
stickers. Do the banks ever follow up with replacing these, or is it left to the retailer?


Scuff-resistant flooring protects the marble


Locks on glass doors are so unobtrusive – so much so that I haven’t really noticed them before

Persian Sweet Shop, Abu Dhabi - Interior

Wonderful presentation of the dates, though it’s a shame that they have to cover them in plastic wrapping. Perhaps an air-tight
display would remove this need and protect the dates better, while displaying them more effectively?


Pre-arranged sweet boxes for convenience


Wonderful old-school style presentation of nuts – reminiscent of an old sweet shop, but using modern Ikea jars


Similar story with the sweets being covered in polythene


Perhaps the most interesting display in the shop so far, we found this mixed dried fruit jar so exciting that we had to buy a bag. We
then spent the next 20 minutes comparing dried fruit. The verdict? Old favourites Mango and Pineapple good, peach a surprise hit!


The entire range of dried fruit nicely breaks up the lines of the refrigerated sweet displays, and adds variety to the colour. Why can
I not buy dried peach anywhere else? I really think this product would sell well in organic stores in the west


Nice contrast between dark and light chocolates, well-lit as ever by the powerful lighting


Simple, central display of Macaroons is very enticing, and sticks with the principle of “less is more” when it comes to exclusivity. As
is the case throughout this store, the use of colour is fantastic


Whatever happened to this style of price-tag?


Amusing side-piece cockerel – perhaps there is some link between Iran and cockerels that I’m not aware of… quick check on
Wikipedia and it doesn’t look like that’s the case

Persian Sweet Shop, Abu Dhabi – Local Environment

Construction is everywhere in Abu Dhabi – I can’t help but feel like something more could be done with these covering barriers

Persian Sweet Shop, Abu Dhabi – Local Environment

Nowhere do you feel the underlying segregation of society in Abu Dhabi than in the fly-posted advertisements for room mates
where people don’t hold back in letting their preferences known (Indians only, Filipina preferred, non-cooking bachelor etc)

Al Wahda Mall Stores, Abu Dhabi – Local Environment

Exciting lights display of the Eid festival entices customers into the mall


To the uninitiated (or European) eye, these light displays can seem quite vulgar, but by Arabic standards they’re actually quite
tastefully restrained. It’s amazing how small cultural differences manifest themselves


Palm treed nicely break up the monotony of the mall exterior

Al Wahda Mall Stores, Abu Dhabi – Entrance

There is a small entrance and exit door that funnel customers into this entrance area, the doors badly need to be enlarged to ease
the flow of customers into and out of the store

Coffee Shop, Al Wahda Mall Stores, Abu Dhabi – Entrance

Starbucks is instantly recognisable the world over, and there’s no mistaking it even in the Middle East. Again the use of polished
floors and bright downlights catches my eye

Coffee Shop, Al Wahda Mall Stores, Abu Dhabi – Exterior

“Outside” seating is provided in the mall common area… I’m thinking now how much I miss sitting outside to eat and drink in the
hot summers here. There is a huge opportunity to provide the outdoor feel without diners melting in the heat


Starbucks has paid careful attention to match English and Arabic fonts as much as possible, in a similar way to the sweet shop

Coffee Shop, Al Wahda Mall Stores, Abu Dhabi – Interior

I wonder how many different locations these mugs are produced for? These were one of a number of “localisations” that I spotted
in an otherwise generic Starbucks store


Another “localisation” is the food – while the coffee is largely the same the world over, the food changes dramatically from country
to country – I really wish they’d sell the mint, halloumi, and olive panini in the UK


The greeting experience in Starbucks is also very similar the world over… As are the names I make up for them to write on my
coffee


The condiments also seem to be the same the world over – this is a shame, as there are probably some local Middle Eastern
additions that would be popular here… cardamom anyone?


The neighborhood board is a nice touch, and something that could be employed effectively by other companies


The same temperature as my home air conditioning – is 21.5 degrees the perfect temperature for drinking coffee?


One thing I noticed everywhere that I wouldn’t normally, was fire extinguishers – they’re everywhere, which is quite comforting
should I ever need one. It’s amazing how well they blend into the background despite the bright colours


Familiar logo, with no translation into Arabic

Cafe, Al Wahda Mall Stores, Abu Dhabi – Entrance

First store so far to make use of the Halloween theme to attract visitors, but more interesting is the trolley being pushed into the
store cupboard. Again I’m amazed by the scale of logistics in stores that must be hidden from us in plain view

Cafe, Al Wahda Mall Stores, Abu Dhabi – Entrance

Interesting use of a pop-up store as a coffee shop – it almost seems too nice not to have a permanent store

Cafe, Al Wahda Mall Stores, Abu Dhabi – Exterior

Period style railings contrast with the bland mall interior, and draw your attention to the coffee shop

Cafe, Al Wahda Mall Stores, Abu Dhabi – Interior

The cover on that table looks removable or easy to wipe down


It always amazes me how some cultural references are cross all geographical boundaries, I’m now adding Scream to a list that
includes Simpsons and FRIENDS


Great display of a low value food item (cupcakes) to enhance their perceived value – as ever, “less is more exclusive”


Wonderful cupcakes are very different to normal varieties, and attract customers through their uniqueness. As with the sweet shop
the colours are very varied


Nice selection of free reading material, something that Startbucks is lacking


Interesting box displays, but more could be made of the fact that takeaway options are available


Great subtle use of Halloween themes


Staff here were very engaging, and seemed happy. Interestingly in the most enticing, well presented stores (this and the Persian
sweet shop) the staff seemed happiest. Perhaps an extension of “Broken Window Theory”, or maybe just good management


Halloween theme must be very exciting for kids, but is that the target customer base for this store?


Laptop for managing the store, blends into the surroundings well and wouldn’t normally be noticed


Friendly notices with positive messages always seem so much more effective than aggressive threats


The irony of the “keep out” message at the entrance to the shop is probably lost on most visitors


Stylised graphical representations of cupcakes work better than photos here. What on earth is a “boutique cupcake”, have we all
gone buzzword mad? I’d definitely be the sucker who’d go for luxury though!


The crow is a fantastic addition

Al Wahda Mall Stores, Abu Dhabi – Exterior

Valley parking for malls is an innovation that might work in Europe

Lebanese Restaurant, Abu Dhabi – Exterior

Bright, buzzy exterior with trees and foliage creates a buzz around the restaurant


Varied coloured lighting elements attract people driving by the restaurant


Outdoor seating is basic, but interesting makes use of the marble + bright lights combination. Here is the tissue box mentioned in
the Convenience Store


I’ve been here many times and never noticed the external electricity sockets before. I wonder what they plug into these?


Once again, a number of lights are not functioning on the exterior of the store… perhaps I’m onto something with these exterior
store maintenance contracts?


Lots of real plants improves the privacy of the restaurant, and makes it feel more glamorous than sitting on a dirty street pavement


Outdoor waiter station has everything to hand, including more music, cutlery, and MORE tissues!

Lebanese Restaurant, Abu Dhabi – Interior

A glimpse into the upstairs kitchen shows just how many vegetables are used in Lebanese cooking – I wonder where all these
come from in the region? Oman? Saudi Arabia?


Interesting mix of indoor plants and Arabic bling chandeliers. Somehow, here, it just works and fits the location


Ingenious replacement for a knife holder just outside the kitchen, but I do hope that knife won’t be used for cutting food


Bin bag hung over the balcony is very conspicuous, but I doubt I’d normally have noticed this


Trapdoor into the toilets, but leading to where? I guess storage space, but surely there’s a better way to store cleaning products?


Typical Middle East wiring setup


One of the ways that globalisation seems to make the world smaller is in how many infrastructure products find their way across
the world. These are the same taps that I had in my school bathrooms…


…This latch was used in an old house I used to live in…


…And drunk, fighting octopus seems to find his way everywhere!


Indoor plants are interesting, but they are also nicely concealing the fire extinguishers wrapped in polythese


I wonder why it is that they are covered in polythene…


…Or why there are so many of them? Perhaps there’s a building code that states a minimum number of fire extinguishers per
thousand square foot of space… If that’s the case, it’s a shame it doesn’t stipulate they have to be more spread out


Lebanese food is incredible, and this is exactly how it should be presented


These terracotta pots are cheap, but make all the difference to the presentation


The waiters here are artists – they treat you with a little disdain when you arrive, nudging you to “win them over”, becoming
increasingly friendly throughout the meal. The complimentary coffee with the bill considerably increases their tip earnings


They complimentary coffee is good


Car delivery (from 10m away) is a very Arabic innovation… I hadn’t noticed how the waiters kept track of all the customers until
today when my friend asked why they were writing down the car numberplates

Lebanese Restaurant, Abu Dhabi
Al Wahda Mall Stores, Abu Dhabi
Coffee Shop, Abu Dhabi
Persian Sweet Shop, Abu Dhabi
Convenience Store, Abu Dhabi
Luxury Car Showroom, Abu Dhabi

All photos
Copyright Thomas Bell 2012
Contact me@thomasbell.co.uk
Thank you for viewing
Hope you enjoyed the presentation
:-)

Thomas Bell - observation lab - submission v1.0

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